The auto industry generally utilises large format ads in newspapers to attract potential car buyers who are looking for product information and current offers. CarWale used this to its advantage by strategically placing its communication either adjacent to or sandwiched between car ads, encouraging buyers to visit CarWale.com to learn more about the car and view offers. This deliberate placement maximized the effectiveness of CarWale’s communication, thereby increasing its relevance among car buyers and assisting them in purchasing the car of their choice.
Dhruv Chopra, Chief Marketing Officer, CarWale said, “We are honoured and delighted to have won an Abby in this category. The success and recognition of our endeavours and strategy just proves the fact that a simple and elegant marketing solution can often deliver far more value than large format properties.”
Deepa Jatkar, General Manager, Mediacom said, “We strategically wanted to come up with a solution which would help CarWale.com to become a pioneer in this industry, along with being a category leader. Hence, the need was to come out with a smart solution which we eventually succeeded to do. The campaign, apart from being successful and delivering on its KPIs, also got us a lot of recognition.”
The campaign was executed across the top 5 metro cities in all the leading dailies– Hindustan Times, The Times of India, and The Hindu to name a few.